The Influence of Brand Orientation in Market Performance Mediated by Marketing Capabilities in the Hospitality Industry

Informações

Código: MKT2073
Divisão: MKT - Marketing
Tema de Interesse: Tema 06 - Estratégia e Desempenho em Marketing e Vendas

Autores

Elder Semprebon (PPGADM UFPR/UFPR - Universidade Federal do Paraná) elder.semprebon@gmail.com
ANA MARIA MACHADO TOALDO (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) anatoaldo@hotmail.com
Shirlei Miranda Camargo (PPGADM/UFPR - Universidade Federal do Paraná e Escola Superior de negócios/Uninter - Centro Universitário Internacional) shirleicamargo@terra.com.br
Simone Regina Didonet (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) simonedidonet@ufpr.br
MARTIN DE LA MARTINIÈRE PETROLL (Prog de Pós-Grad em Admin – PPGA/UFSC - Universidade Federal de Santa Catarina) martin.petroll@ufsc.br

Resumo

The objective of this study is to analyze the impact of brand orientation on market performance mediated by marketing capabilities. A survey with 159 companies of hospitality industry from the south region of Brazil was performed. The results showed that brand orientation influence market performance when mediated by marketing capabilities, i.e. product management and sales capabilities. The main theoretical contribution of this study is that brand orientation does not impact market performance directly. For managers, this is important because they must focus their forces in developing services and coach their sales team for reaching better results.

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